Reporting on Climate Change by Broadcast Meteorologists: A National Assessment

Abstract

Television weathercasters are uniquely situated to inform their audiences about the local impacts of global climate change and a growing number of them are adopting the role of climate change educator. We surveyed all American broadcast meteorology professionals in 2015 (N = 2,059; response rate = 22.6%), 2016 (N = 2017; response rate = 31.2%), and 2017 (N = 2,177; response rate = 22.1%) to assess weathercasters’ interest in reporting about climate change; if, where, and how they report about climate change; and the reactions they get from their audiences when they do. Many participating weathercasters indicated that they were moderately or very interested in reporting about climate change, especially using local historical climate information (56%). Just over half of the weathercasters (57.9%) had used one or more communication mode to inform their viewers, or other people in their community, about the local impacts of climate change in the prior year. The most commonly used modes were social media (42.7%), school visits (36.3%), community events (33.1%), and on-air broadcasts (31.3%). Most weathercasters who had reported about climate change on air indicated they received either positive viewer feedback or little feedback (61.9%); conversely, weathercasters who had not reported about climate change expected to receive mostly negative feedback (44.2%). In sum, this analysis suggests that large numbers of weathercasters have adopted the role of climate change educator in their communities; they use a range of communication modes to share climate change information with their audiences and receive mostly positive feedback from their audiences when they do.

TV meteorologists at MET Norway as climate communicators

“…A recent study found that exposing the TV audience to climate reporting by the weather presenter enhanced their understanding of climate change as a local problem (Feygina et al, 2020). In another survey, almost two-thirds of the weather forecasters that had reported on climate change indicated that they either received little, or positive feedback from the audience (Timm et al, 2020). Similarly, Australian weather presenters were seen as impartial and trusted sources, in contrast to general climate information which was viewed as "too politicized" (Holmes et al, 2017).…”

Impact of the Climate Matters Program on Public Understanding of Climate Change

“…Most Americans want to hear from weathercasters about climate change (Perkins et al 2017). Many weathercasters have responded to this opportunity by becoming active in climate reporting and education (Timm et al 2020), although some weathercasts continue to experience barriers to reporting about climate change (Meldrum et al 2017).…”

Climate Knowledge and Community Ritual: Miami Weathercasters as Climate Change Communicators

“…More recently, however, much greater numbers of weathercasters have reported views that agree with the scientific consensus that humans are causing climate change (Maibach et al, 2017). Weathercasters have displayed an increasing willingness to address it on air, noting little opposition from watchers when they do (Timm et al, 2020).…”

“…Aside from the weather forecast, TV meteorologists have taken advantage of new and alternative forms of media ritual to allow them to talk to audiences about climate change, such as the more regular and personalized contact offered by social media, or magazine segments dedicated to environmental topics (Timm et al, 2020). Toohey-Morales found that the rise of social media in the mid-2000s offered him a new, parallel, forum for sharing information that allows him to respond to questions and share information about climate change even when there is no relevant connection to the weather that day (Toohey-Morales interview, 2018).…”